How to Win with Content

A lot of people are frustrated with content marketing. They think they can’t do it or they think they can’t compete with the big companies, like Zillow or Trulia.

We were honored to have Jay Thompson, (soon to retire) Director of Industry Outreach at Zillow, join us at the Revaluate nugget stage to set the record straight: You absolutely CAN compete!

First, let’s look at how the big players do content marketing.

When you understand how the big players do content marketing, you can better understand what you need to do and what you need to do differently to compete with them.

It really comes down to one crucial realization: Big players go for big keywords. You can use hyperlocal keywords because real estate is local and personal.

So, how can you personalize and localize your content?

Jay gives some title examples from his own successful blog, that generated enough business allowing him to open his brokerage.

Titles such as “Superior Customer Service – In a Mattress Store?” caught the attention of the store owner who then printed and hung it in the store capturing customers’ attention. Another example is “My $600 Cat…” which was really a shoutout to Jay’s local Vet. Another hyperlocal, community-based post that resonated with a, later on, client of Jay’s.

This type of hyperlocal content is a unique edge for realtors; big companies like Zillow don’t generate this kind of location specific content.

The key takeaway

Don’t try to compete directly with the companies that have content marketing departments, because you’re not going to be able to do that.

Keep in mind, that they focus on high volume keywords and it’s hard for them to focus on super local, and it’s hard for them to get personal.

This proves that as a realtor, you can absolutely compete with big companies by focusing on the heart of real estate; Personal, Local, Community.

Worried about your writing skills?

Don’t, it’s not about being Shakespeare, it’s about connecting with your community and sharing, everyday, relatable experiences.

Don’t know what to write about?

Zillow releases a yearly report. It’s 180 pages full of charts and graphs and info about who’s buying homes, what kind of homes… It’s loaded with data and information; a treasure trove of blog topics.

Links:

Jay Thompson
@TheJayT
zillow.com/report